The average human sees 5,000 to 10,000 ads per day. That means your brand needs to make a memorable impression on the person you are targeting enough so that they remember you, visit your website, consume your content, and ultimately convert.

Jonathan Bland, Co-Founder of Omni Lab, shares actionable tips based on real data from real ad creative to help you understand how to build high-performing creative, how to optimize for in-channel consumption, and how to create ads that don't look like ads.

Standing Out in a Crowded Feed

With thousands of ads competing for attention daily, your creative needs to stop the scroll instantly. The best-performing ads combine unexpected visuals with clear, benefit-driven messaging that speaks directly to the viewer's pain points.

Optimizing for In-Channel Consumption

Each platform has its own consumption patterns. Creative that works on LinkedIn may not perform on Facebook, and vice versa. Understanding how users interact with content on each channel and optimizing your creative accordingly is critical for performance.

Creating Ads That Don't Look Like Ads

The highest-performing creative often blends into the native feed experience. When your ad feels like organic content rather than an interruption, engagement rates increase dramatically. Focus on providing value first and making the promotional element secondary.

Related Resources

How to use this resource in evaluation

Use How to Build the Highest Performing Ad Creative as a working prompt for your buying committee, not as a standalone takeaway. The useful question is how the idea turns into governed campaign execution: which accounts are included, which contacts are reachable, which channels carry the message, which budget controls apply, and how results are reviewed after launch.

Bring the resource into a demo or internal planning session and ask each owner to inspect a different layer. Demand generation should review the audience and offer logic. RevOps should inspect CRM, marketing automation, and reporting flow. Sales should confirm whether the campaign creates context they can act on. Finance should ask how spend, conversion quality, opportunity creation, and pipeline are connected before budget expands.

Before treating this as complete, compare the recommendation against one current campaign. Check the audience source, channel fit, exclusion logic, approval owner, expected conversion path, and the report your revenue team will use after launch. That keeps the resource tied to an inspectable operating workflow.

  • Audience fit: define the exact account, contact, customer, or intent segment this idea should reach.
  • Campaign controls: confirm approvals, exclusions, budget limits, creative variants, and launch readiness before spend starts.
  • Measurement path: decide which leading indicators matter early and which pipeline outcomes matter before scaling.
  • Next action: turn the concept into one reviewed campaign object, one owner, and one follow-up date.

The strongest walkthrough should make the resource concrete: a campaign plan, visible guardrails, a revenue-review owner, and a reporting path that a revenue team can inspect without relying on native ad-platform summaries alone.